Niceshit
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MOSH. Men's health, made easy.

Mosh

Men are usually eager to fix things – the squeaky door, that flat tire – it provides a sense of achievement. But when something feels hard to fix, we tend to ignore it and that only leads to feelings of inadequacy. Feelings that can be easily fixed with Mosh.  Inspired by the cartoons from back in the day and through smart and conceptual humor we developed this hilarious TV campaign: carefully crafted with expressive inky brushes full of imperfections and human feel.

We had a blast working on this series of clever yet very funny spots, using real life analogies to tackle some men’s most tabú issues such as hair loss and erectile dysfunction.

A 50’s and 60’s animation revival for Australian TV.

It is always nice to see a bit of the process behind the final product, how we go from the rough pencil animations to the final look, drawing frame by frame.

Cartoons of this era were animated on 6s or 8s… (so less fps) where movements are more flat and snappy, giving the sense that the characters could never live in a real world setting. 

To honour this style we worked on hand-drawn, frame by frame animation, adding tons of personality to the character’s behaviour and overall charm of the campaign.

Some of the key poses for the first “Hair Loss” spot

Credits

Client

MOSH

Agency

Royals

Rep

Honey Mill

EP

Paul Benell / Honey Mill

Produced & Directed

Niceshit

Creative Directors

Guido Lambertini, Carmen Angelillo & Rodier Kidmann

EP

Agusta Timotea

Art Direction & Illustration

Mark Long

Storyboard

Guido Lambertini, Rodier Kidmann, Bianca Sangalli Moretti & Mark Long

Cel Animation

David Maliboo, Juan Nadalino & Ezequiel Cruz

Clean Up

Bianca Sangalli Moretti, Ezequiel Cruz, Rodier Kidmann & Carmen Angelillo

Edit & Compositing

Guido Lambertini & Carmen Angelillo

Music & Sound Design

Smith & Western